STRATEGI KOMUNIKASI MAL SKA PEKANBARU DALAM MEMPUBLIKASIKAN SKA FAMILY CARD KEPADA PENGUNJUNG
ABSTRACK: Based on the data
that researchers get from mall SKA
Pekanbaru, the number of visitors
who came into
SKA Family Card
decreased each year.
From the year
2010, there were 1167 people joined in SKA Family Card. Then in 2011 decreased
up to 972 people who joined in SKA Family Card next year, up to 607 people who
had gathered in SKA Family Card. Objective of this study was to determine the
strategy message, the strategy of public
and media strategies
used in the
dissemination of Mal
SKA Pekanbaru cards for family visitors.
This research uses
descriptive qualitative, and
techniques of data
collection are classified through
observation, interviews, and
documentation. Informans in
this study totaled 9
people taken based
on accidental and
purposive sampling. Models
of interactve data analysis
researchers use to
decribe research results
in technical data analysis
to verify the
validity of data
and research using participatory
extension techniques and triangulation.
The result about
the communication strategy
of mall SKA
Pekanbaru about strategy audience
is people at
Pekanbaru with middle
class and above.
Media used by Mall
SKA Pekanbaru is
print media like
Riau Pos, Tribun
Pekanbaru, Pekanbaru Pos dan Metro Riau, social media like
facebook and twitter, sms broadcast and print media campaign like banner and
flyer. Contents of the messages used in
the publishing SKA family Card is
informative and persuasive messages. Several contributing factors is the company’s
commitment in all promotional programs, many visitors who come everyday and many
are conducting transactions
at the mall
SKA Pekanbaru. Factor
that do not support is the very low level of tenant
participation in promotional programs.
Penulis: Riska Mardhatillah
Kode Jurnal: jpkomunikasidd140360
